Viesa
- Company typePrivate
- Founded1965
- HeadquartersMasanasa, Spain
- Headcount1–10
- GTM typeB2B
- OfferingServices
Viesa firmographics
Firmographics- Name
- Viesa
- Legal name
- Viesa Alborg y CIA S.A.
- Website
- https://viesa.es
- Company type
- Private
- Founded year
- 1965
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Viesa industry classification
Industry- Product category
- Automotive Cleaning and Paint Distribution
- NAICS
- Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Other Chemical and Allied Products Merchant Wholesalers (42469)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution (CRAOAGAM)
- akta.pro secondary industry
- Kitchen & Countertop Cleaners & Degreasers (CRAJACAA)
Keywords
Where Viesa is headquartered
LocationHeadquarters
- HQ city
- Masanasa
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
Viesa business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Product Sales (E-commerce): Viesa generates revenue through direct online sales of automotive cleaning products (car wash chemicals, waxes, polishes, detailing supplies) and automotive paints (varnishes, catalysts, fillers, sandpaper, machines) to car wash businesses, professional detailers, automotive body shops, and individual consumers in Spain. Products are sold at fixed prices displayed on the website with free shipping threshold at 50 euros.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing across multiple categories |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Viesa product offering
Product offeringCore offering
Viesa is a Spanish distributor and retailer of professional automotive cleaning and paint products, operating primarily in the Valencian Community. The company aggregates and resells products from multiple leading brands (AUTOGLYM, STANDOX, SINNEK, MIRKA, RIWAX, RUPES, 3M, SEICAR, COLAD, SISTAR) through both e-commerce and regional warehouse distribution, serving car wash professionals, body shops, and individual vehicle owners.
Product overview
Viesa is an automotive paint and car care products distributor founded in 1965 in Valencia, Spain. The company operates as a multi-brand distributor portfolio rather than a single unified product platform. Its core offering spans two main categories: (1) Car Wash Products (Lavadero) including shampoos, waxes, polishes, interior cleaners, detailing sprays, and microfiber cloths under brands like AUTOGLYM and RIWAX; and (2) Paint Products (Pintura) including clear coats, catalysts, sandpaper, body fillers, and polishing compounds under brands like STANDOX (exclusive distributor since 1979) and SINNEK (exclusive distributor since 2015). Viesa also distributes MIRKA sanding machines and abrasives, RUPES polishing equipment, and SISTAR/3M/SEICAR/COLAD accessory products. The company sells directly to professional automotive detailers, body shops, and individual car owners through its e-commerce platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Car Wash Products (Lavadero)
Companies that use Viesa
Customer profileSegments3 records
Ideal customer profiles3 records
Viesa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Viesa partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- SINNEKcoreSince 2015, Viesa has been the exclusive distributor for the province of Valencia of SINNEK automotive paint brand, another leading brand in the vehicle touch-up and repaint sector.
- STANDOXcoreSince 1979, Viesa has been the exclusive distributor for the province of Valencia of STANDOX automotive paint brand, a leader in vehicle touch-up and repaint products. This is the company's longest-standing exclusive distribution partnership.
- MIRKAminorMIRKA is described as 'the manufacturer par excellence of sanding machines and abrasives' carried by Viesa. The relationship is a standard distribution partnership for sanding equipment and abrasives.
- AUTOGLYMminorAUTOGLYM car wash products have been distributed by Viesa. This brand was chosen 'product of the year for car washes' since 2017.
Scale indicators3 records
Recent moves5 records
Expansion highlights3 records
Viesa competitors and assessment
Company assessmentEmerging players
- Ma-Fra: Ma-Fra is an Italian manufacturer of professional car care, detailing, and cleaning products distributed across Europe. Its portfolio overlaps with Viesa's Lavadero category (shampoos, polishes, interior cleaners) and represents an emerging European brand that competes for the same professional detailing shelf at distributors like Viesa.
- Koch-Chemie: Koch-Chemie is a German manufacturer of premium car care, detailing, and chemical products sold through online and B2B channels. Its range (shampoos, polishes, ceramic coatings) overlaps directly with Viesa's AUTOGLYM, RIWAX, and RUPES lines and represents an emerging direct competitor in the same product categories.
Broad incumbents
- PPG Refinish (Spain): PPG Refinish is one of the largest global automotive refinish coatings manufacturers and operates in Spain through distributors. PPG directly competes for the body shop and paint professional segment that Viesa serves via STANDOX and SINNEK.
- Würth España: Würth is a global industrial and automotive supplies distributor with a strong Spanish operation supplying workshops, body shops, and detailers with paints, chemicals, tools, and consumables. Würth is a much broader incumbent competing with Viesa in the automotive chemicals and workshop consumables category.
- Axalta Coating Systems (Standox owner): Axalta is the parent company of Standox, Viesa's longest-standing exclusive distribution partner (since 1979). As a global refinish coatings manufacturer, Axalta competes in the broader paint distribution market and could at any time reorganize its regional distribution model and alter Viesa's exclusive territory rights.
- Berner Española: Berner is a European broad-line distributor of consumables, tools, and chemicals to professional trades including automotive workshops. Berner's Spanish operation competes with Viesa in the paint, cleaning, and workshop supply category as part of a much wider product portfolio.
- BASF Coatings (Glasurit / Spies Hecker): BASF Coatings is a leading global automotive refinish manufacturer with the Glasurit and Spies Hecker brands, distributed in Spain through its own partner networks. BASF competes with Viesa's STANDOX/SINNEK portfolio for the same body shop channel in Spain.
Direct peers
- Recalvi: Recalvi is a Spanish auto parts distributor focused on bodywork, paint, and consumables for collision repair shops. It overlaps directly with Viesa's paint and refinish category (clear coats, fillers, abrasives) and serves a similar professional B2B customer base across Spain.
- AD Parts: AD Parts is a Spanish distributor of automotive parts and accessories serving professional repair shops and body shops nationwide. Like Viesa, AD Parts operates a B2B distribution model supplying workshops with aftermarket parts, consumables, and refinish products, making it one of the closest direct peers in the Spanish automotive aftermarket.
- Temp Group (Tempe): Temp Group is a Spanish auto parts and accessories distributor serving workshops and professionals. Its portfolio includes paint products and workshop supplies, putting it in direct competition with Viesa for the same body shop and detailing customer base within the Spanish market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Viesa social profiles
Digital presenceViesa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Viesa leadership team
Management profileNumber of profiles
Profiles1 record
Viesa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Viesa M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Viesa
What does Viesa do?
Viesa is a Spanish distributor and retailer of professional automotive cleaning and paint products, operating primarily in the Valencian Community. The company aggregates and resells products from multiple leading brands (AUTOGLYM, STANDOX, SINNEK, MIRKA, RIWAX, RUPES, 3M, SEICAR, COLAD, SISTAR) through both e-commerce and regional warehouse distribution, serving car wash professionals, body shops, and individual vehicle owners.
Is Viesa a public or private company?
Viesa is a private company. It is classified as family owned and is currently operating.
When was Viesa founded?
Viesa was founded in 1965. It employs 1 to 10 people.
Where is Viesa based?
Viesa is headquartered in Masanasa, Spain, in the Europe region.
How does Viesa make money?
One revenue line is on record: product Sales (E-commerce).
Who are Viesa's main competitors?
Emerging players on record are Ma-Fra and Koch-Chemie. Broad incumbents are PPG Refinish (Spain), Würth España, Axalta Coating Systems (Standox owner), Berner Española and BASF Coatings (Glasurit / Spies Hecker). Direct peers are Recalvi, AD Parts and Temp Group (Tempe).
Does Viesa have an API?
No public API is recorded for Viesa.
What industry is Viesa in?
Viesa's product category is Automotive Cleaning and Paint Distribution. Its primary akta.pro industry code is CRAOAGAM, Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution, with a secondary code of CRAJACAA, Kitchen & Countertop Cleaners & Degreasers. Its NAICS code is 42312 and its SIC code is 5013.